Och Aye The Noo!
Highland Titles run an ecommerce website selling souvenir plots of land, honorary Scottish titles and promoting conservation of the Scottish countryside and their Glencoe estate.
They had approached us with the task of improving the conversion rate of their site. We began, as we always do, with a program of in-depth research that sought to get to know their customers and understand what motivates them.
The customer surveys, on-site surveys and user testing videos we carried out provided us with mountains of data to sift through and analyse. We found that Highland Titles have a very enthusiastic customer base that care deeply about Scotland, conservation and their Scottish heritage. These values coupled with the novel perk of receiving a Lord or Lady title make Highland Titles’ offering particularly attractive to their target audience. So what was getting in the way of a really great conversion rate? Our goal was to anticipate the questions or objections a buyer might have and then reduce the possible reasons for a user losing interest on the way to the check-out.
The test was devised with a focus on increasing the conversion rate on the “Buy A Plot” page as it was identified as a vital decision-making stage in the user journey. The page offered a lot of information which detailed the different plots available and the benefits and add-ons that came with them. However, the page also offered the opportunity for a user to become confused and eventually discouraged.
What it looked like and what we changed
The original page had a vertical layout with the different plot sizes stacked one on top of the other. The problem with this approach was highlighted by our user testing. This indicated a possible user objection as a result of the range of plot sizes not being visible and therefore easily comparable on one screen.
In addition, the full details about what was included in each purchase were only visible when clicking and expanding the page further. This made it hard work for the user to compare the different plots and see exactly what they were getting for their money.
There were also 2 calls to action for each product (“Single Plot” and “Joint Plot”) without proper explanation of the differences between them.
Our solution was to re-design the page to a format commonly seen with software sales. This gave several advantages:
The grid layout lets the user compare all the price points sided by side in a clear and aesthetically pleasing way.
The format allows and perhaps encourages the user to consider the extra features available with larger sized plots whilst easily weighing up their needs against the offering.
A single call to action for each product reduces user confusion and distraction.
Over the testing period the variation page returned an uplift of 14.5% in revenue per visitor at a statistical confidence level of 95.9%. As we said, Highland titles is a very busy site so with nearly 14,000 participants in our test over a significant period we were extremely comfortable at concluding this as a successful result.
The key to increasing Highland Titles’ conversion rate – Making the user’s decision and journey as pain-free as possible by re-designing the current format and providing clear, persuasive information with the customer as the focus.
Can we do the same for you?
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